Over the past several years, we have been collecting feedback from clients about how we are doing. Feedback is essential to running any business, but especially a small business where literally every move counts. One slip-up—or a series of slip-ups—can ruin a business, especially at a time like this.
We’ve been lucky enough to have some awesome clients over the years, and have gotten some great feedback from our Net Promoter Score survey, which asks two very pointed questions:


The whole premise of the Net Promoter Score is to use the results as a proxy for gauging a client’s overall satisfaction.
Over the years, we have received tons of really great feedback. The vast majority is positive, with the occasional not-so-perfect but still constructive feedback. While it’s always interesting to see what scores people give, I find the answers to the first question to be much more interesting.

Of all of the answers that we have received over the years (all of which are totally anonymous, so we don’t even know who said them), our favorite answer has been:
Creative, thoughtful, and responsive
Seriously, to whomever wrote this, this literally pulled at my heartstrings. All of these words were (and remain) literally at the core of every belief in my body when I started this firm.
Here’s why.
Creative
“People don’t come to us for off-the-shelf ideas,” is literally one of our mottos.
Of course, nobody wants to be known as the guy or gal who is the “in the box” thinker who just does what people tell him or her to do. That might get you some work, but it won’t get you far in the business world.
In our world, there is work that you get that pays the bills and there is work that keeps you up at night, thinking about how you can tackle it. As nice as it is to pay the bills and to have a steady flow of regular work that you can do with your eyes closed, I prefer the latter.
Because if I can do the work with my eyes closed, so can anyone else.
Finding a resourceful approach that may require some innovation, imagination, or creativity is what makes this business fascinating and keeps people calling when they really need me.
Thoughtful
“Thoughtful” brings up a range of emotions for me. When I hear the word, I think of our being considerate in our approach and having concern for the clients.
But what I think of most is that we provide thoughtful answers to difficult problems that may affect them, even though they may not benefit us.
I had a lengthy discussion with a client last week in which I spent 20 minutes trying to convince him not to have us do something that he had asked us to do. I didn’t believe what he was asking us to do was beneficial to what he ultimately needed, despite the fact that this would have earned us thousands of dollars in fees.
In the short term, it certainly hurts our financial gains, but the thoughtful answer may end up making us more money in the long run.
Responsive
A few months ago, I was looking for a private investigator in two parts of the country to help out on a high-profile case. Because of COVID-19, I was unable to travel to these locations but needed some on-the-ground investigators to help out. I called more than 10 investigators, and I might have gotten calls back from half of them. No matter which way you slice it, that’s not a great result. I just can’t imagine, for the life of me, why you wouldn’t call anyone back, let alone a fellow investigator.
Calling back is just the bare minimum, though.
That same night, I got an email from a client at 8 o’clock in the evening, asking whether we could talk the next day. I got on the phone and called the client right back. I don’t always do that, but when I can, I make it a point to be as responsive as possible, even if it’s just to say, “I need more time to get back to you.”
By being responsive, the client knows that you are there, and ready and willing to do whatever it takes.
Returning calls, emails, and texts in a timely manner establishes trust.
It shows that the client is important.
And it gives the client the impression that you are organized, and ready and willing to do whatever it takes.
I make it a point to be as responsive as possible. It just shows that you care.
The best part about being creative, thoughtful and responsive?
Anyone can do it.
It requires absolutely no money, no secret source, no special sauce, no guarantees, and no bleeding-edge technology.
Just a little imagination, empathy and hustle.

